Fundamentals
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If a story goes viral on Twitter, does that guarantee it’ll rank on Google?
Not usually. Twitter virality does not move Google ranking unless authoritative outlets pick up the story. Google weights credentialed sources heavily; social signals on their own rarely shift the SERP.
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How does Google rank search results for branded queries?
Google ranks branded queries using domain and page authority, structured data, entity recognition, click and engagement signals, freshness, contextual factors like searcher location and history, and increasingly AI-derived intent signals.
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How long does it take to see results from reputation management?
Meaningful movement typically appears in 3-6 months. Durable, defensible results land in 6-12 months. Complex situations or contested SERPs can run 12-24 months or longer.
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What is the difference between reputation management and public relations?
PR shapes earned media and stakeholder relationships. Reputation management shapes the digital sources, search results, and AI responses that exist whether or not anyone has reached out to a journalist this quarter.
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What does a reputation management engagement actually involve?
Diagnostic, strategy, content production, entity optimization, Wikipedia work where applicable, AI narrative work, ongoing monitoring through IMPACT and AIQ, and structured monthly reporting against agreed KPIs.
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